Case Studies

This post was written by Martin Seibert, a German Internet media consultant.

Google Wave is a hot topic at the moment. The ambitious group collaboration and micro-messaging platform started rolling out in beta via an initial batch of 100,000 invitations two months ago. Many people still want invitations. Among those who’ve tried it, some criticize it, some praise it. For now it has a lot of usability problems that are described below. Yes, you should look at Google Wave. But there is no need to desperately long for an invitation yet.

Nevertheless, this post outlines how you’ll probably use Google Wave in the future and also gives you advice on how to implement it in your company or your team of coworkers. It also reveals some big usability problems in the current version. Those issues aside, I would like to show you the advantages of the “wave” once again and describe some cool use cases that might make you love it at some point in the future.

Social media marketing campaigns are proving to be goldmines rich with customer engagement and insight that companies wouldn’t likely have otherwise. Companies like PepsiCo are going to extensive lengths to foster this type of collaboration with fans, and the payoff has been big.

The company’s Mountain Dew division is several stages into its DEWmocracy campaign — a plan to launch a new Mountain Dew flavor with the public’s involvement at all levels of the process, and PepsiCo also just launched the Pepsi Refresh Project on January 13th. Rather than spending money on Super Bowl television ads this year, the company is spending $20 million on a social media campaign.

We’ve been rather harsh in our coverage of Second Life in the past, the sad truth being that this year Second Life has provided a range of tabloid fodder that we’ve seen fit to print.

Of late our coverage has started to change. The initial rush of “build it and they’ll come” corporatism has given way to something with more useful substance. Companies including IBM, Cisco and Amazon are now using Second Life as a corporate collaboration space, and conferences such as the Metanomics Series are bringing serious discussions on the benefits of virtual worlds to the virtual space. More >